What Is an ATS and Why Does It Matter?

An Applicant Tracking System is software that companies use to manage job applications. It scans, parses, and ranks CVs based on how well they match the job requirements before a recruiter ever reviews them.

ATS systems work by scanning your CV for specific keywords, skills, qualifications, and experience mentioned in the job description. Applications that score highly on keyword matching get passed to human recruiters. Those that do not simply get rejected automatically.

This means you can have perfect qualifications for a role but still get rejected if your CV does not contain the right keywords in the right format. It is not about being the best candidate on paper — it is about being readable and relevant to the ATS algorithm.

Common ATS Mistakes That Get Your CV Rejected

Many qualified candidates get filtered out not because they lack skills, but because they make these preventable ATS mistakes:

Using creative formatting that confuses ATS: Tables, text boxes, headers/footers, columns, graphics, and unusual fonts can all cause parsing errors. The ATS cannot read information it cannot parse correctly.

Saving your CV in the wrong file format: Always submit as a .docx or PDF (unless the job posting specifically prohibits PDF). Images of CVs, .pages files, or uncommon formats will be rejected.

Using synonyms instead of exact keywords: If the job description says "project management," and you write "programme coordination," the ATS may not recognize the match. Use exact terminology from the posting.

Spelling keywords incorrectly: Typos in critical keywords like job titles, software names, or qualifications will cause the ATS to miss matches.

Listing skills in graphics or images: ATS cannot read text embedded in graphics. Your beautiful infographic showing your skills is invisible to the ATS.

Using abbreviations without spelling them out: Write "Search Engine Optimization (SEO)" rather than just "SEO" the first time. The ATS may search for either version.

Hiding keywords in white text: Some job seekers try to game the system by adding keywords in white text. Modern ATS detects this and flags or rejects your application.

How to Find the Right Keywords for Your CV

Keywords are not random. They come directly from the job description and industry standards. Here is how to identify them:

Start with the job description: Copy the entire job posting into a document. This is your primary source for keywords.

Identify hard skills and technical requirements: Look for specific tools, software, programming languages, methodologies, certifications, or technical abilities. Examples: "Python," "Salesforce," "Google Analytics," "Agile methodology," "PMP certification."

Note important soft skills: While harder to quantify, common requirements like "project management," "stakeholder communication," "team leadership," or "problem-solving" matter if repeatedly mentioned.

Extract required qualifications: Degrees, years of experience, licenses, or certifications are often mandatory keywords. "Bachelor's degree in Marketing," "5+ years experience," "CPA license."

Pay attention to action verbs: Job descriptions often use specific verbs like "develop," "manage," "analyze," "implement," or "optimize." Mirror these in your experience descriptions.

Look for repeated terms: If the same skill or requirement appears multiple times in different sections of the job description, it is a high-priority keyword.

Where to Place Keywords in Your CV

Simply having keywords is not enough. Placement matters significantly for ATS scanning and human readability:

Professional summary: Include 3-5 high-priority keywords naturally in your opening paragraph. This section is scanned heavily by both ATS and humans.

Skills section: This is the most important section for ATS. List your relevant hard skills exactly as they appear in the job description. Organize them clearly with bullet points or simple lists, avoiding tables.

Work experience bullet points: Integrate keywords throughout your job descriptions. Rather than just listing "used Python," write "Developed automated data pipelines using Python and SQL."

Job titles: If your actual title differs from standard industry terminology, you can clarify in parentheses. "Marketing Specialist (Digital Marketing Manager)" helps ATS understand the role.

Education and certifications: Ensure degrees, certifications, and qualifications match the exact wording from requirements. "Bachelor of Science in Computer Science" versus "BS Computer Science" might matter.

Throughout the document naturally: Keywords should appear multiple times across different sections, but always in context. Repetition in natural sentences reinforces relevance without appearing like keyword stuffing.

How to Use Keywords Naturally Without Keyword Stuffing

The goal is to optimize for ATS while still sounding professional and readable to humans. Here is how to strike that balance:

Integrate keywords into achievement statements: Rather than listing "SEO, content marketing, Google Analytics" separately, write "Increased organic traffic by 120% through SEO optimization and content marketing campaigns, tracked via Google Analytics."

Use keywords in context with results: "Managed cross-functional teams of 12 using Agile methodology, delivering projects 25% faster than traditional approaches" is better than just "Agile methodology."

Vary sentence structure: Do not start every bullet with the same keyword. Distribute keywords naturally across different achievements and roles.

Use both acronyms and full terms: Write "Customer Relationship Management (CRM)" the first time, then use "CRM" subsequently. This ensures the ATS catches both versions.

Avoid excessive repetition: Mentioning a keyword 2-4 times across your CV is good. Mentioning it 15 times looks like spam to both ATS and humans.

ATS-Friendly Formatting Best Practices

Even perfect keywords will not help if the ATS cannot read your CV. Follow these formatting guidelines:

Use standard section headings: "Work Experience," "Education," "Skills," "Certifications" are universally recognized. Creative headings like "My Journey" or "What I Bring" confuse ATS.

Stick to simple, clean layouts: Single-column formats work best. Avoid multiple columns, text boxes, or complex layouts.

Use standard fonts: Arial, Calibri, Georgia, or Times New Roman at 10-12pt size. Fancy or decorative fonts can cause parsing errors.

Use standard bullet points: Simple round or square bullets. Avoid custom symbols, icons, or graphics.

Avoid headers and footers: Many ATS cannot read information placed in document headers or footers. Put all contact information in the main body.

Save as .docx or PDF: Check the job posting for preferences. When in doubt, .docx is safest. Ensure any PDF is text-based, not a scanned image.

Do not use tables for layout: While tables might look organized, they often confuse ATS parsing. Use white space and clear headings instead.

Include dates in consistent format: Use "January 2023 - December 2024" or "01/2023 - 12/2024" consistently throughout. ATS looks for date patterns.

Industry-Specific Keywords to Consider

Different industries prioritize different types of keywords. Here are examples by field:

Technology and IT: Programming languages (Python, Java, JavaScript), frameworks (React, Django, Node.js), methodologies (Agile, Scrum), cloud platforms (AWS, Azure, GCP), databases (SQL, MongoDB), version control (Git).

Marketing and Sales: SEO, SEM, Google Analytics, HubSpot, Salesforce, content marketing, conversion optimization, lead generation, CRM, social media marketing, email marketing, B2B/B2C.

Finance and Accounting: CPA, GAAP, financial modeling, forecasting, budgeting, Excel, QuickBooks, SAP, financial analysis, variance analysis, audit, compliance, tax preparation.

Healthcare: HIPAA compliance, EMR/EHR systems, patient care, clinical documentation, Epic, Cerner, medical terminology, CPR certified, nursing license, case management.

Human Resources: HRIS (Workday, BambooHR), talent acquisition, employee relations, performance management, onboarding, compensation and benefits, SHRM certification, labor law compliance.

Project Management: PMP certification, Agile, Scrum, stakeholder management, risk management, budget management, MS Project, Jira, project lifecycle, resource allocation.

How to Tailor Keywords for Different Jobs

Generic keyword optimization does not work. You need to customize for each specific application:

Create a master CV with all your skills: Build a comprehensive document containing every skill, tool, and achievement from your career.

Extract keywords from each job posting: For every application, identify the 10-15 most important keywords from that specific job description.

Customize your skills section: Reorder skills to prioritize the most relevant ones for this role. Add any missing keywords you genuinely possess.

Adjust your professional summary: Rewrite your opening paragraph to include 3-5 top keywords from this specific job.

Modify experience bullet points: Emphasize achievements and responsibilities that include relevant keywords for this particular role.

Track which keywords you have included: Use a checklist to ensure all critical required qualifications appear somewhere in your tailored CV.

Tools and Strategies to Test Your ATS Optimization

Before submitting, you can verify your CV is ATS-friendly:

Copy and paste test: Copy your entire CV and paste it into a plain text editor. If the text looks jumbled or unreadable, the ATS will struggle too.

Online ATS checkers: Tools like Jobscan, Resume Worded, or SkillSyncer let you compare your CV against a job description to see your keyword match rate.

Upload to different ATS platforms: Some free tools simulate how different ATS systems parse your CV, showing you exactly what information gets extracted.

Read your CV on mobile: If it reads clearly on a small screen without scrolling issues, it is likely well-formatted for ATS.

Ask someone to review it: Have a friend read your CV. If keywords seem forced or unnatural, dial back and integrate them more smoothly.

Common Questions About ATS and Keywords

Should I include keywords even if I do not have that exact skill?
No. Only include keywords for skills and experience you genuinely possess. Lying will be exposed in interviews or background checks and can cost you the job.

How many keywords should my CV include?
There is no magic number. Include all relevant keywords that accurately describe your skills and experience. Focus on the required qualifications from the job description.

Can I just copy the job description into my CV?
Absolutely not. Keywords must be integrated naturally into descriptions of your actual experience and achievements. Copying job descriptions verbatim is obvious and unprofessional.

Will keyword optimization work for every company?
Most mid-size and large companies use ATS. Small companies and startups might not. When in doubt, optimize for ATS since it does not hurt your CV even if they do not use one.

How CV On The Go Helps You Optimize for ATS

Creating an ATS-friendly CV with proper keyword optimization is complex. CV On The Go simplifies the entire process:

ATS-optimized templates: Our templates use simple, clean formatting that passes ATS scanning systems while still looking professional to human reviewers.

Standard section headings: Pre-built sections use universally recognized headings that ATS systems expect and can parse correctly.

Easy keyword integration: Add skills and customize your summary quickly for each application without worrying about formatting breaking.

Clean, parseable formatting: No tables, text boxes, or complex layouts. Everything is designed to be readable by both ATS and humans.

Professional PDF export: Generate ATS-friendly PDFs that maintain proper text structure and readability for automated systems.